| The old political statement, 'It's the economy stupid' | | | | was the big box retailer Target. As one of the nation's |
| sure rings true today. As in politics, so changes | | | | largest apparel sellers, Target raised the fashion value |
| consumer shopping habits for boutique label kids | | | | bar to new heights and set a standard that boutique |
| clothes. Three years ago customers of upscale | | | | labels needed to exceed to remain successful. In |
| children's clothes rarely turned a tag over to look at | | | | essence, branded apparel manufacturers need to |
| price before they bought several thousand dollars | | | | provide products to specialty retailers which are cutting |
| worth of back to school clothes because it was all | | | | edge, fresh, novel, and at a price that screams value in |
| about picking the right labels with the hottest, freshest | | | | order to remain in business. |
| looks, whether it be European or American. Today, | | | | This behavior has been extremely positive for |
| however, the vast majority, including me, do what I call | | | | specialty store owners because their product mix is still |
| a 'fashion reality check' and broadly look at the price to | | | | cutting edge, fresh and novel, but it is also represents a |
| see if the fashion is being provided at a good value. | | | | compelling value to the consumers of kids clothing. |
| A quick check of some of the hottest kids labels | | | | Specialty stores will never compete with Target on |
| shows a great girls coat close to $200 three years | | | | price, but with about 2,000 children's boutique label |
| ago, but today $100, a fun bright girls summer dress | | | | manufacturers pushing the fashion value edge, |
| $75 now $35 and an adorable baby outfit $60, now | | | | consumers will find a lot of extremely exciting fashion |
| $30. Wow, I'm amazed at the number of kids clothing | | | | at moderate prices. Collectively these small upscale |
| designers that have restructured their businesses to | | | | fashion designers offer a product mix that could never |
| provide affordable fashion without compromising on | | | | be produced for the mass market. |
| quality. | | | | Thank you Target, you made the upscale kids clothes |
| It takes years to effect a successful business | | | | industry change for the better! And just in time for a |
| restructuring so did all these companies anticipate a | | | | softer economy. |
| soft economy? I think not. The catalyst for change | | | | |